Juttu

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Branding

Juttu originated from A.S.Adventure's fashion line. Due to the continuous expansion of its fashion offerings, A.S.Adventure's outdoor image started to weaken, prompting the creation of Juttu, a new and distinct fashion brand. Juttu features a collection of brands with unique narratives centered around sustainability, craftsmanship, or local production. The name 'Juttu,' which means 'story' in Finnish, captures the core of the brand perfectly.

The primary challenge was to create a new brand that completely detached itself from A.S.Adventure's outdoor image. It needed to carve out a unique position in the market, specifically focused on fashion, without appearing as just another generic multibrand store. Juttu had to stand out in a crowded market of fashion brands. Additionally, we aimed to ensure the brand name was pronounced correctly, which we achieved by designing the logo with a horizontal line on the first 'U'.

We developed a strong brand identity, including a unique logo and the tagline 'Brands & Friends.' This highlights the brand's connection to the stories behind the products. Juttu launched its first flagship store on the Meir in Antwerp, marking the beginning of a successful rollout. There are now ten stores spread across Belgium, from Nieuwpoort to Liège. Juttu has found its own niche and remains true to its core values, as evidenced by its consistent growth and popularity.